University of Wisconsin–Madison
Flag bearers lead the academic procession during UW–Madison's spring commencement ceremony at the Camp Randall Stadium

Visual Identity

From Badger Red to the W Crest, UW–Madison’s visual identity represents the brand and is instantly recognizable to our audiences. The following components form our distinct identity.

Full color reversed UW institutional logo on a dark gray background

Logos

Download or request official UW–Madison institutional logos, departmental logos, and other university marks.

A section of UW color swatches

Colors

Explore UW–Madison’s primary, secondary, and accent colors, including color codes for print and digital use. Adobe palettes are available for download.

Various examples of brand graphic elements on a red background.

Graphic Elements & Icons

Browse from our wide selection of print and digital UW–Madison icons, illustrations, graphic elements, and textures.

Typography example of Red Hat fonts on red and black backgrounds

Typography

UW–Madison’s official typefaces combine purpose with expressiveness, prioritizing readability and accessibility while preserving flexibility and personality.

A red, star‑patterned Bucky Badger statue stands by a lakeshore as fireworks burst in the night sky.

Photography

Search more than 20,000 photos on the UW Photo and Video Library. Learn about our photo guidelines, best practices, and how to access photo collections across campus.

Video still of the white outline UW–Madison logo over an image of water ripples on the surface of Lake Mendota

Videography

Incorporate the UW–Madison brand into your video projects. Guidelines, animated intros and outros, and graphics are available.

Looking for a specific resource or brand asset?

Browse Tools & Templates